it's a very important educational program. so here the hope is that we will see a reduction, particularly in the big, big kind of sugary beverages. people consuming huge amounts of the stuff. >> in the past we have pushed these as taxes on big corporations for big ideas. big oil, big tobacco. now this is big sugar. in effect, they are not going to pay the tax. it's going to be individual consumers that pay the tax. >> the tax will be at the distribution point, but one of the goals is to reduce consumption just like cigarette taxes. one of the goals has been to reduce smoking. >> why not ban sugary drinks? >> people should have the choice. just like we don't ban cigarettes. if you make it more expensive so that it reflects the true cost of society, because we are going to see an absolute tsunami in terms of diabetes related health costs in this country in large part because of the consumption of sugary beverages. 112-ounce can of soda has about 10 teaspoons of sugar in it. >> are we going to see this in other cities as well? >>